Many companies are obsessed with active users. They check this metric daily and they judge the success of their efforts based on it.
But is it enough to use the active users metric in order to monitor the trend of your business growth?

Did you know that up to 60% of your new users interact with your app only once? These are all the users who create an account but never finish the on-boarding process.
In what follows we will show you how not focusing on on-boarded users can lead to misleading conclusions that can affect your business.

When a new user finishes onboarding and first starts to use an app, they will often see “blank state” pages. That is, pages with no activity, history or data, because it’s their first interaction with the product.

If a new user finds the blank state page intimidating it will just increase the friction and it won't give them any reason to stick around.

We all love labels and superheroes, like rockstars and magicians and ninjas and so on, but none of those labels do any justice to data scientists. If anything, they increase the disconnect between data and business.

Last year we started an experiment. We promised 7 SaaS companies to help them with data-driven decisions by answering every question they had regarding their user behavior and product usage.
I lead a small team that consisted of a web analyst, a mathematician and a data processing programmer.

Transactional emails often have open rates of 40-50% and click rates at around 10-20%. It has proven time after time that it is not a channel to ignore. It can have a significant impact on your business on the long run

Statistically, 40-60 percent of customers will never return to an app that they sign up for, and if your trial-to-paid conversion rate is in the double digit range (without a credit card provided upfront), you’re doing better than most.

Signing up for an app in 2016 isn’t a sign of commitment any more. All too often, it’s actually the SaaS equivalent of the first date — uncomfortable, awkward and destined for failure.